New Report Shows Apple’s iOS 15 Has Changed DTC Email Marketing

iOS 15 Impact on Email Marketing

“We knew iOS 15 would have an impact on brands’ email marketing programs and were focused on providing the guidance and tools necessary for them to successfully navigate this shift.” — Rytis Lauris, CEO, Omnisend

In September 2021, Apple released its iOS 15 software update which included “Mail Privacy Protection.” This feature had an unknown but anticipated impact on how email open data would be shared with ecommerce brands, having a potential cascading effect on DTC email marketing tactics and overall strategy. One year later, a new report by Omnisend reveals the impact of iOS 15.

Omnisend’s research reveals that open rates in the 11 months since the iOS 15 release are an incredible 93.6% higher than during the same period the year before.

Not only did open rates drastically increase in the 11 months since its release but the adoption of iOS 15 was immediately evident through Q4 2021 as open rates increased from one month to the next. These results were counterintuitive to seasonal trends. Comparing Q4 2021 to the previous nine months, open rates increased by 59%. In 2020, the increase was only 0.8%, and in 2019 it decreased by 1.9%.

The findings are part of Omnisend’s report, iOS 15 Email Marketing Impact Report. The research analyzed the performance of 15 billion marketing emails by Omnisend merchants since the iOS 15 release and 20 billion sent before the release.

As brands approach the holiday marketing season with a strong emphasis on email and SMS marketing, adjusting their strategies to account for this unnatural increase in opens is critical.

In addition to the research, the report illustrates ways brands can adapt their marketing for the post-iOS 15 new normal.

Other highlights of the report include:

  • The average open rate for the 11 months following the release (starting in October of 2021) is 93.6% higher than during the same period the year before.
  • In the first eight months of 2022, open rates increased 93.5% year-over-year. In 2021, the increase was 18.9%, and in 2020 it was 21.8%.
  • Click-based email automation is instrumental for sales growth. The report discusses specific ways brands can move from open-based marketing to click-based marketing.
  • Merchants should add complementary, high-engagement opt-in marketing channels such as SMS to engage unengaged email subscribers.

Being adaptable is essential for ecommerce brands and in today’s environment. CEO and Co-founder Rytis Lauris said that Omnisend was well prepared to help their customers navigate these changes.

“We knew iOS 15 would impact brands’ email marketing reporting and strategies,” Lauris said. “That’s why we were preparing our customers for this shift from day one, both by education and by updating our platform. The only way they would succeed was if we provided the guidance and tools necessary for them to make a seamless transition.”

Pointing to the shift from an open-based to click-based marketing strategy, Greg Zakowicz, Ecommerce Marketing Expert at Omnisend, said brands have never been in a better position to make the switch.

“The ability to create click-based rules inside of automated messaging workflows and create engagement-based segments has never been easier,” Zakowicz said. “Not only is it easier for brands to accomplish but the end result creates a better customer experience by allowing brands to deliver more relevant messages during customers’ shopping journeys.”

About Omnisend Omnisend is an ecommerce-tailored email & SMS marketing automation platform built to help nimble teams drive more revenue without increasing their workload. One-click ecommerce stack integrations, pre-built workflows, and intuitive drag & drop editing make it easy to get up & running without diving into the smallest details, unless you want to.

More than 75,000 ecommerce brands use Omnisend to grow their businesses on autopilot, converting their customers with quick-to-build, highly relevant emails & texts.

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Balzac Communications and Marketing Grows Team 

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